Celador to launch The Breeze

Play Radio in Southampton and Winchester is to close after less than a year as new owner Celador plans to re-brand the station as The Breeze 107.

The station, which started life as two separate services, South City FM and Win 107.2, will soft-launch on July 31st.

The station will be aimed at upmarket 40-59 years olds and will broadcast classic and contemporary easy listening music with a slight female bias.

Celador bought Play Radio in April this year, and already owns The Coast 106 in Southampton, where The Breeze 107 will also be based. It is thought The Breeze will be rolled out across other areas in future.